LONDON — British style retailer Browns has added children’ put on to its providing.
Ida Petersson, shopping for director at Browns, stated the growth into youngsters’s clothes is “a natural evolution,” particularly with the newborn increase as a result of COVID-19 pandemic.
“Even if just with our internal teams, it feels like half the team is on maternity leave,” she stated.
Another motive is that Petersson has seen an increasing number of manufacturers begin to do mini-me variations of the runway appears to be like, and she or he thinks “they are so damn cute,” and “we felt we could really have some fun here.”
“There’s an amazing offering of beautiful luxury and specialist kids’ wear and the specialists out there…and that’s great, but our customers want the Browns version of,” she added. “We are always looking for new fun ideas. It is driving the internal team crazy, but this felt like something so much fun that we could really Browns-ify and make it our own, as we did with bridal.”
The result’s a full vary of things throughout attire and equipment from 35 manufacturers, together with Bonpoint, Monnalisa, and Mini Rodini, in addition to Alexander McQueen, Burberry, Chloe, Fendi, Givenchy, Gucci, Moncler, Rick Owens, Stella McCartney, Stone Island, and Versace, catering to from new child to 16 years outdated.
Some 16 of them will probably be out there within the Browns East children’ put on pop-up, and on-line from Thursday, and the others will drop within the coming months. Highlights embrace inaugural children’ put on choices from ERL, Off-White, Palm Angels, and unique capsules from Hunza Baby G and Zimmermann.
Petersson added that she is in dialog about potential collaborations with a number of younger designers who could have by no means considered doubling down on this market. She additionally talked about that Browns can even supply children’ skiwear in winter.
To mark the launch, the youngsters of Browns staff had been commissioned to reimagine the Browns brand with their vivid, wide-eyed imaginations.
The retailer has additionally launched a style editorial titled “Honey, I Shrunk the Fashion,” by which little one fashions took up the roles of mini style editor, stylist, mannequin, and hair and make-up artist.